Since 1865, the Stetson hat has been the icon of the American West worn by pioneers, presidents, professionals, cowboys and CEO’s. But today most guys ride a subway instead of the range. And the closest many come to a bronc is the Bronx. Creative Director Susan Hunter and I helped contemporize the Stetson identity to express modern individuality, integrity, honesty and authenticity via a campaign entitled: Made Of America. Because even a cowboy who never saw a cow can spot the real thing from all the bull.